Week 2 tools n tech in pr

STAMFORD COLLEGE

TOOLS AND TECHNIQUES OF
PUBLIC RELATIONS

PREPARED BY : MS GOMALA SUKUMARAN

External Media

Using
Photograph

Internal
Media

Working with
Individual group

Media
Relations

Tools of PR

Community
relations

Using Advertising

Other Publicity

Government
relations

Direct Methods of
Communication


External Media

Newspaper

Radio

Magazine

Television

Film


Traditional Media

 Though

broadcast media have
become the predominant influence
in our society, the newspaper retains
a powerful position. Through this
newspaper many information of PR
able to reach many external publics
of a organization.


 Radio

is primarily a medium of news
and entertainment with
commentaries talk shows and
debate. In India, where many
people are lived in village. For this
the ways to reach rural audiences
are
Through news and information.
Through entertainment programmes
Through the feature programmes.

 Magazines

are an important
medium for product news,
feature stories and pictorial
publicity. Which afforded space
to till a complete story are
particularly suitable for service or
educational publicity articles.

 Television

is now the most
pervasive and most influential
medium of mass communication.
TV has impact and realism is
welcomed everywhere and is
readily available as a publicity
medium for PR practitioners.


 The

film is a very powerful
medium of PR, as a medium of
communication, instruction,
education, entertainment,
marketing, research etc.


Greater impact because of its powerful
appeal to eye, ear and senses.
Effective learning aid on account of
auditory and visual qualities.
Accurate reproduction of objects and
events.
Clarity.
Long life-span and Measurability of
circulation and effectiveness
statistically.

 The

traditional Media have played a
very important role in solving
several emotional problems.
 In the developing countries where
illiteracy is wide-spread and
communications scanty, the folk
media assume greater importance.


Internal
Media

House
Journal

Bulletin
Board

Annual
Report


Printed
Literature

 House

Journals are one of the most
effective tools that organizations can
use to communicate with their
employees. It is a periodical
publication which tries to establish
regular communication between an
organization and its employees and
other public.

 Several

times many organizations,
publish many important Notices,
orders, for the employees of
organizations on a significant board,
this is called Bulletin Board.


 An

annual report is the most essential
and first hand communication to
introduce the company to the
financial public as well as to financial
collaborators.


 Several

times, some organizations are
published printed literature for
understanding the use of the product
or about the product.


 Press

conferences are a traditional
method of giving information by
direct use of face to face
communication, technique.


 The

usual way of issuing information
to the press is by writing a press
release. Press releases are a
traditional method of handing out
information and is a useful tool with
the PR professionals.


 Several

times many organizations
are invited journalists to visit their
production houses where their
products are formed. After visiting
journalists are written report based
on this. For this press Tour is a very
important tools for the PR
professionals.



Exhibitions are an important medium
to project on organisation’s materials
process, products on its activities
services, ideas to the public. It offers
an excellent opportunity for personal
contact with prospective consumers,
consumers or dealers.



Specialization of public relations concerned
with
› “how public relations professionals I

corporations, counseling firms, and nonprofit
organizations help promote effective
communication among employees and
between line employees and top
management”



Employee communication efforts begin
before an employee is hired and carry on
past the employee’s departure from the
organization.



Employee communication, also called
internal communication or employee
relations, creates and maintains internal
systems of communication between
employers and employees.


Refers to the character of an organization,
“its history, its approach to decision making,
its way of treating employees, and its way
of dealing with the world outside”
 Another definition describes organizational
culture as “ the sum total of shared values,
symbols , meanings , beliefs ,assumptions
and expectations that organize and
integrate a group of people who work
together”



Authoritarian
cultures

Participative
cultures

TYPES OF
ORGANIZATION
AL CULTURE


Centralized decision making by the CEO
and a few high-level managers.
 Departments have different agendas,
sometimes in conflict with each other.
 Employee do not perceive rewards for
innovation, but for following orders.
 Authoritarian cultures are closed and
resistant to change from outside the
organization.



Feature common value of teamwork
 Employee feels empowered to make
decisions rather than to wait for orders
from those in power.
 The departments work together “like a
well-oiled machine”.
 Department goals match overall
organizational goals



 Workers

feel valued as people,
not just as employees.
 Open to new ideas from inside
and outside organization.


They can establish organizational
communication policy based on a goaloriented approach.
 They can help in designing and
implementing organizational change
programs
 They can provide expertise as employee
communicators.



Week 2 tools n tech in pr

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